If she is in fact pregnant, a discount will appear in red below original price.

via IKEA

Speaking to AdWeek, the agency said "In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The pregnancy test strip was used as a starting point... Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics."